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Web News |
Stevens'
Net Neutrality Poll Down The Tubes
Ted Stevens thinks we're stupid. Trying to put this Net Neutrality debate to rest
in the Senate, Stevens (R-AK) distributed the results of a "bipartisan"
poll indicating that the vast majority of Americans would rather watch more TV
than have a neutral Internet.
Yahoo
Ad Changes Being Made
The changes Yahoo has started to implement with the display of its ads will affect
some, but not all, of the member sites in the Yahoo Publisher Network.
Yahoo
Disappoints With Weak Ad Sales
Advertising buyers in the financial and automotive sectors have been tightening
their purse strings, in what is either a cyclical slowdown in ad spending that
will perk up later in the year, or the frightening prospect that contextual search
has beaten display advertising as the preferred method of grabbing eyeballs online.
Google
Moves Unclicked Sponsored Results
Reportedly, Google is testing a system that removes the top sponsored results,
moving them to the side panel, if a user consistently doesn't click on the ads.
Did
You Register Your AdWords API Token?
If not, you could be in for a surprise when Google starts disabling developer
tokens on October 1st as the new changes for the AdWords API token take effect.
States
Define Law Blogs As Advertising
Another indication that the law is struggling to keep up with technology in a
useful way, proposed restrictions in New York could prevent lawyers from setting
blogs about law.
Small Businesses: Go Local Now
Local newspapers - long the primary advertising vehicle for small business - are
on the decline in terms of circulation, readership and effectiveness. Because
of this and the easier-to-use technology, local paid search...
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09.21.06
Implementing An Integrated Marketing Plan
 By
Michael Brito
The progression of marketing -- moving beyond traditional to include interactive,
consumer driven, social marketing has spread like Ebola. It's often referred to
as Integrated Marketing Communications (IMC).
IMC is ushering in a new era in which marketers blend communication messages across all available media channels into a continuous brand experience. As part of a successful integrated marketing strategy, IMC integrates public relations, advertising, online, social media, etc; and other communications elements into one cohesive entity all sharing the same message.
Many organizations today are now embracing this concept of IMC. Instead of dividing marketing communications into separate groups that rarely communicate; organizations are now integrating all marketing disciplines under one umbrella; thus, making every communication consistent with one message, sharing the same strategy. This also allows marketers to execute marketing campaigns more efficiently without having to jump through hoops to get approvals for creative, content, messaging, etc.
The key to effective integration is the cohesiveness between various marketing messages, and the understanding that marketing is fundamentally a conversation between a company and its prospective customer. It is not one specific marketing campaign or press release; rather, how the blending and execution of such disciplines convey a message synergistically, and at every possible customer touch point.
IMC includes the various tools such as advertising, public relations, personal selling, sales promotion, direct & database marketing, sponsorship, event marketing, social media marketing, and online marketing (search, banner advertising, affiliate, etc.). Since the purpose of marketing is to generate revenue, increase market share, drive preference to purchase, and/or build brand awareness, marketers need to find ways to do this effectively; and embracing an integrated marketing strategy is the first step.
Integrated Marketing At Work
Nike is a great example of a company that has fully embraced the concept of integrated marketing. Their integrated approach includes traditional advertising (billboard, magazine, and television); sponsoring sporting events and players such as the Superbowl and Tiger Woods; and engaging in online marketing initiatives by allowing consumers to customize their Nike shoes. They also spend a great deal of money in search marketing. Nike's approach allows them to communicate their message consistently across all media outlets; and at the same time share that message at every customer touch point; that is, use Nike products and you will increase your performance regardless of what sport you are involved in.
Another example is HP's "The Computer is Personal Again" campaign. They utilized many forms of media with great consistency, and capitalized on each of the media's individual strengths. Television shared real-life stories, print detailed many of the same stories and online extended each into a positive experience with which the customer could interact with HP. The campaign also used paid search to capture queries about HP products and services.
Conclusion
The adoption of integrated marketing is essential in today's market place. As consumers, we are bombarded with thousands of messages from thousands of different advertisers each day. It has become natural for us to filter out these messages that don't appeal to a particular need or interest. On the other hand, as marketers, we need ensure that we are doing everything we possible can to reach these consumers at a time when they are interested in our value proposition. This means that our message has to be where the consumers are looking all the time.
About the Author:
Britopian Marketing specializes in web strategy, SEO and offers online marketing
services – http://www.britopian.com – for
small business. To read more online marketing news, please visit his
blog. |
